In our days we see 2 big visions in brand strategies to enrich products: design and environment friendly (read enrich as sell expensive and become different from the competitors).
The first one passes not only for the graphics but also for the packaging. And here, brands utilize many packages in each product and more and more sophisticated. These practices make brands dispense more then twice the resources necessary to pack a product. Then we have the environment consequences: more packages produced, more natural resources dispensed and more garbage in the world.
Today we see a lot of environmentally friendly products (without chemicals in their production chain - bios- or with reduction or substitution of their chemicals) using packaging we don’t actually need (for example: one more package for each 4 cookies). And why? Because in the few seconds of a choice, “we have more eyes then belly” or, it’s the visual that will sell more and better.
But we have to change this, and we can! The only thing we have to do is to play with the people’s perception. The environment friendly is one of the values more in fashion. In any place, in any area, people talk about it. So we can sell any product with a simple packaging (but nice), just by making a campaign explaining why it’s good for the environment and for us. It helps also to alert for our consumption society and its dangerousness. And the most amazing thing is that we can sell the same product with less production expenses but at the same price because what we are selling is the philosophy!
Source : Sofia Bento's blog
